“We want III Forks to be relevant and meaningful to each successive generation of steakhouse diners from baby boomers to Gen Zs, to the generations yet to come.”
Curtis Osmond
President
III Forks
.…on partnering with Harrison to evolve his steakhouse brand for a new, “next-level” location in Addison.
Curtis Osmond
When popular steakhouse brand III Forks, founded in North Dallas in 1998, decided to return to its roots with a new location in Addison’s Village on the Parkway, executives said they recognized a need to create a dining aesthetic that retains the brand’s core “while reinterpreting it for today’s diners.”
So the brand partnered with Harrison, a leading hospitality branding and design firm whose U.S. offices are also in Addison, to help evolve the III Forks experience at the new location.
Partnering with Addison neighbor
Consolidated Restaurant Operations, parent company of III Forks, hired Harrison to help shape its new vision.
“In Harrison, we found the perfect partner to create a compelling design and brand defining guest experiences,” Osmond said in statement.
Harrison is known for its strategic branding and experiential restaurant design work. Founded in Birmingham, England, the company has additional offices in Melbourne, Australia, and Addison.
Along with working for celebrity chefs and creating restaurant brands, Harrison serves as global design lead for Fogo de Chão, where its projects can be seen everywhere from Brooklyn to Sao Paulo, Brazil, to Dallas-Fort Worth.
Consolidated said that Harrison’s international footprint doesn’t keep it from hyper-local successes. In Addison, for example, it was praised for its impactful design as architect on Sidecar Social, also in Village on the Parkway.
“When I came to the United States to open Harrison’s Addison offices, we admired and frequently dined at III Forks,” Harrison CEO Keith Anderson said in a statement. “I had the chance to present to CRO at an industry conference 10 years ago. Over the years, we continued discussions with the company and are grateful for the opportunity to rejuvenate the design of this much-loved premium steakhouse brand.”
Harrison’s creative process has allowed Consolidated to work with a team led by Cal Young, Harrison’s VP of design, to create a refined, contemporary brand identity in only two months.
Updating the brand and restaurant design
Harrison said its approach begins with strategy and understanding to form the brand identity, architecture, and interior design.
Consolidated said the first step in brand evolution was updating its logo.
The company said Harrison’s approach creates a look that celebrates the”subdued masculinity” of the steakhouse as a destination for refined celebrations with a sophisticated twist on the classic.
The company said that the most impactful interpretation of the III Forks experience is the front elevation of the Village on the Parkway location. The exterior, it said, celebrates III Forks’ “commitment to quality,” not only in ingredients but in materials and design.
“We were actually able to use the name of the restaurant as part of the architectural inspiration for the design,” Young said. “The dramatic vertical metal sculptural element is stacked in threes, and as the panels fold, they reflect light and energy.”
III Forks said that every aspect of Harrison’s design process addresses a complete sensory integration with the restaurant’s brand.
“We’re fortunate to design brands all over the world. The opportunity for our team to design a brand we admire here in our hometown is the ultimate honor,” Anderson said. “We can’t wait to see it come to life in such a bustling part of Addison, the heart of where it’s all happening.”
Construction on III Forks Addison is estimated to begin in late second quarter with a planned opening in winter this year.
Consolidated Restaurant Operations is a privately held company that operates 38 restaurants in the U.S. and United Arab Emirates.
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You may like your steak rare, medium, or (heaven forbid) well done. But no matter how you order it, if you dine at a famous steakhouse’s opening in Addison next winter, you’ll find the place has an all-new look.
When popular steakhouse brand III Forks, founded in North Dallas in 1998, decided to return to its roots with a new Addison location, executives said they recognized a need to create a dining aesthetic that retains the brand’s core “while reinterpreting it for today’s diners.”
III Forks said that its restaurant concept was originally known for its “big, brash, unapologetically over-the-top” steakhouse experience, and that it was a mainstay for what it calls the “bold young business executives changing the face of North Texas.”
Much of that crowd stuck with the restaurant after it moved to Frisco in 2020, III Forks said, frequently dining there.
Consolidated Restaurant Operations, parent company of III Forks, said it found “the perfect partner for this brand evolution was just down the street.”
Partnering with Addison neighbor
Consolidated engaged Harrison, one of the industry-leading hospitality branding and design firms, whose U.S. offices are also in Addison, blocks away from the new III Forks location.
“We want III Forks to be relevant and meaningful to each successive generation of steakhouse diners from baby boomers to Gen Zs, to the generations yet to come,” Curtis Osmond, president of III Forks, said in a statement. “In Harrison, we found the perfect partner to create a compelling design and brand defining guest experiences.”
Harrison is known for its strategic branding and experiential restaurant design work. Founded in Birmingham, England, Harrison has additional offices in Melbourne, Australia, and Addison.
Along with working for celebrity chefs and creating restaurant brands, Harrison serves as global design lead for Fogo de Chão, where its projects can be seen everywhere from Brooklyn, New York, to Sao Paulo, Brazil.
Consolidated said that Harrison’s international footprint doesn’t keep it from hyper-local successes. In Addison, for example, it was praised for its impactful design as architect on Sidecar Social, also in Village on the Parkway.
“When I came to the United States to open Harrison’s Addison offices, we admired and frequently dined at III Forks,” Harrison CEO Keith Anderson said. “I had the chance to present to CRO at an industry conference 10 years ago. Over the years, we continued discussions with the company and are grateful for the opportunity to rejuvenate the design of this much-loved premium steakhouse brand.”
Harrison’s creative process has allowed Consolidated to work with a team led by Cal Young, Harrison’s vice president of design, to create a refined, contemporary brand identity in only two months.
Updating the brand and restaurant design
Harrison said its approach begins with strategy and understanding to form the brand identity, architecture and interior design.
Consolidate said the first step to evolving was updating its logo.
It said Harrison’s approach creates a look that celebrates the subdued masculinity of the steakhouse as a destination for refined celebrations with a sophisticated twist on the classic.
The company said that the most impactful interpretation of the III Forks experience is the front elevation of the Village on the Parkway location. The exterior, it said, celebrates III Forks’ commitment to quality, not only in ingredients but in materials and design.
“We were actually able to use the name of the restaurant as part of the architectural inspiration for the design,” Young said. “The dramatic vertical metal sculptural element is stacked in threes, and as the panels fold, they reflect light and energy.”
III Forks said that every aspect of Harrison’s design process addresses a complete sensory integration with the restaurant’s brand.
“We are fortunate to design brands all over the world. The opportunity for our team to design a brand we admire here in our hometown is the ultimate honor,” Anderson said. “We can’t wait to see it come to life in such a bustling part of Addison, the heart of where it is all happening.”
Construction on III Forks Addison is estimated to begin in late second quarter with a planned opening in winter this year.
Consolidated Restaurant Operations is a privately held company that operates 38 restaurants in the United States and United Arab Emirates.
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